Director of Ecommerce

THE ROLE: This is a high-ownership, build-it role. You will own the digital commerce operation — Shopify, email automation, paid digital, data/analytics, and website performance — while leading a small team that includes a full-time Brand Manager and 2–3 part-time content staff. You're not inheriting a polished machine; you're building one. The right person is scrappy, data-driven, and thrives in a founder-led environment. You'll report to the VP of Sales with a dotted line to the CEO, keep leadership informed with structured updates, and come to every conversation with a plan — not just a problem. WHAT YOU'LL OWN: Own Shopify end-to-end — site architecture, UX, product merchandising, conversion optimization, and ensuring a seamless buyer journey for both the women's and girls' lines Fix and maintain clean data attribution — resolve current Meta pixel issues, implement UTM tracking, and properly separate wholesale vs. DTC customers for accurate reporting Build Klaviyo automation flows from scratch: welcome series, abandoned cart, win-back, browse abandonment, and post-purchase Manage Meta ad campaigns with a focus on ROAS — rotate creative based on performance and brief the content team on what's needed Own weekly performance reporting across all channels and deliver clear, actionable insights to leadership on a consistent cadence Lead the Brand Manager and content team — aligning weekly on priorities, asset needs, and performance feedback Drive SKU and collection strategy — know when to launch, how long to run, and when to retire product to build urgency and reduce catalog noise WHAT YOU BRING: ~10 years of E-Commerce experience, with meaningful time at a growth-stage or DTC brand Proven track record of scaling a brand's E-Commerce presence — ideally at a smaller company where you built infrastructure, not just maintained it Shopify ownership, Klaviyo automation, and Meta Ads experience — you've run these platforms, not just worked inside them Strong data instincts: attribution, tracking hygiene, Google Analytics, and turning numbers into action Experience in a founder-led or startup environment — you know how to earn trust, move fast, and operate with limited resources Scrappy and solutions-oriented — you identify issues before being asked and show up with a plan Apparel, consumer goods, or parallel-industry DTC background preferred; golf or active lifestyle a plus